Teacher's invites men to create a space of their own

18 May, 2007

Laura Clark

Beam Global is spending £1 million on a national ad campaign and on-pack promotion for Teacher's Scotch.

Targeting men aged 30-plus who need time on their own, the campaign carries the strapline Create Your Space.

Running until December on 70cl and 1-litre bottles, the neck-collar promotion will give away a personalised shed worth £25,000, and 300,000 Sony wind-up radios. "The premise is that men have an overwhelming need for 'manspace' - somewhere they can spend time in an environment they have created, to develop their skills and authority on the subjects that matter most to them," a spokesman said.

Press ads will run in national and regional papers and lifestyle magazines .

The campaign will incorporate a competition to design a "shed of the year", judged by TV presenter Charlie Luxton, with commentary from experts such as Dr Sheri Jacobson from the Harley Clinic, who will examine the psychology behind man's need for space. Web users can also create a personalised virtual shed on Teacher's new micro-site.

Aileen Nicol, marketing manager for Teacher's, said: "Beam is striving to drive value into a category that has suffered erosion over the past few years.

"We are focused on building brand equity and long-term growth for Teacher's, a brand with a rich history of innovation and enterprise."

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